Upravljanje odgojno-obrazovnim ustanovama: menadžment i marketing u školama

This university book is designed to support the professional development of school principals and other leaders involved in the educational process, with a particular emphasis on schools. It is the outcome of the project "Principal: Profession and Qualification, Not Just a Function," co-financed by the European Social Fund. The book introduces fundamental principles and concepts from management, marketing, finance, accounting, and other core functions of a business organization—knowledge essential for navigating today’s complex and dynamic professional landscape. These concepts are then contextualized within the specific environment of the educational system, offering practical insights aimed at enhancing school operations, improving work quality, and boosting organizational efficiency. Special attention is given to participatory approaches involving key stakeholders in education and to the importance of community engagement at the local level. Furthermore, the book explores project management principles, phases, and key success factors, equipping schools to actively participate in national and EU-funded initiatives. Entrepreneurship, as a driving force for innovation and adaptation, is also emphasized throughout the book. It highlights the importance of fostering new ideas and embracing change in a rapidly evolving socio-economic environment. To reinforce the theoretical and practical concepts, the book includes case studies from the Republic of Croatia, offering real-world applications relevant to the region.